“Sex sells” has been a mantra in marketing For decades. As Researchers who study Consumer behaviorwe've seen loads of evidence to support this: attractive models and interpreters have been shown to be reliable Attract attentionfor , for , for , . Promote clicks And Make the product more desirable.
But our New research Suggests that in a digital world stuffed with influencers — trusted tastemakers with large online followings — being too attractive can actually backfire, especially within the fitness space.
We call it the “backfire effect of beauty,” and we put it to the test in a series of laboratory experiments.
We had a whole lot of study participants mock Instagram posts from fictitious fitness influencer accounts. The posts were equivalent in every way, aside from one key difference: how attractive the influencer was. We asked independent raters to rate the actual influencer photos ahead of time.
The results were surprising: We found that highly attractive fitness influencers — or “fit influencers” — received fewer likes and follows than their moderately attractive peers.
Why? Because people considered them less relevant.
In fact, in one among our studies, individuals who viewed a highly attractive fit influencer reported lower self-esteem afterward. In contrast, seeing a moderately attractive fit influencer gave some participants a small confidence boost, likely since the image felt more attainable.
Interestingly, the wonder backfire effect was not as strong in other domains. When we go along with the identical experience Finance influencers In mixing, appearance didn't matter as much. Of course, this will not be surprising. For a financial coach, looks should not tied to credibility. Meanwhile, for a fitness coach, they're central.
Source: Beauty's Backfire Effect
But the backfire effect of beauty will not be inevitable. In a final evaluation, we explored whether self-presentational style could bridge the connection gap.
We found that when highly engaging influencers adopted a humble tone when sharing their struggles, training challenges or fitness plateaus, the engagement gap closed. But after they adopt a boastful tone, boasting about their natural talent or extraordinary dedication, the gap widens.
This suggests that humility could be a powerful communication tool for influencers who might otherwise seem “out of reach.”
Why does it matter?
Foot influencers depend on their appearance as a type of identification. A sculpted body indicates mastery of health and fitness. But engagement isn't nearly how good someone looks on camera. It's about whether followers feel they will connect with them.
This is the place Comes in relevant. Audiences connect with fit influencers who feel like real, accessible versions of themselves. But extreme attraction does the alternative: it turns an attainable goal into an unimaginable ideal, and ought to be encouraged as an alternative.
This effect is related to classic Social comparison theory. People judge themselves in relation to others. If the difference between self and fit influencer seems too wide, the comparison is discouraging, not encouraging. In other words, the more “perfect” a fit influencer looks, the less followers consider they will realistically be like them — and the less likely they're to have interaction.
Social media platforms are taking note. These days, TikTok, Snapchat and Other outlets Make them appeal to clear, authentic content versus polished, airbrushed imagery. In this recent landscape, Perfection can be a liability.
Our research shows that extreme attractiveness can attract attention but undermine influence, which may undermine the very currency of the influence economy. For brands and creators, the takeaway is evident: success may depend less on looking flawless and more on sounding authentic.
What's next?
Our findings raise recent questions on how beauty looks influence online.
For example, gender matters. In a follow-up study, highly attractive women also had a stronger response to the fitness effect than equally attractive men, perhaps reflecting a broader societal trend. Female judges look more strict. Future research could explore whether similar biases apply to other visible traits, equivalent to race or disability.
The effect can also extend beyond fitness. Fashion, beauty or lifestyle content – industries built around appearance can show the identical pattern.
Finally, not all audiences respond the identical way. People recent to fitness or younger consumers still constructing their identity could also be particularly vulnerable to negative comparisons with highly attractive fitness influencers. Understanding these differences may also help creators and platforms promote healthy engagement online.